服务产品策略知识训练讲义(英文版).ppt

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1、ServicesMarketingCopyright©HoughtonMifflinCompany.Allrightsreserved.PowerPointPresentationbyCharlieCook13PartThreeProductDecisionsChapterLearningObjectivesTounderstandthenatureandimportanceofservicesToidentifythecharacteristicsofservicesthatdifferentiatethemfromgoodsTode

2、scribehowthecharacteristicsofservicesinfluencethedevelopmentofmarketingmixesforservicesTounderstandtheimportanceofservicequalityandexplainhowtodeliverexceptionalservicequalityToexplorethenatureofnonprofitmarketing2Copyright©HoughtonMifflinCompany.Allrightsreserved.*Chapte

3、rOutlineTheNatureandImportanceofServicesCharacteristicsofServicesDevelopingandManagingMarketingMixesforServicesServiceQualityNonprofitMarketing3Copyright©HoughtonMifflinCompany.Allrightsreserved.*TheNatureandImportanceofServicesServiceAnintangibleproductinvolvingadeed,per

4、formance,oreffortthatcannotbephysicallypossessedApplicationofhumanand/ormechanicaleffortsdirectedatpeopleorobjectsServiceFacts(U.S.)Serviceindustriesaccountforover50%ofGDP.Serviceindustriesemploy80%ofnonfarmworkers.Morethanhalfofnewbusinessesareservicefirms.Serviceshavein

5、creasedintandemwiththelong-termgrowthoftheU.S.economy.4Copyright©HoughtonMifflinCompany.Allrightsreserved.*CharacteristicsofServicesIntangibilityServicesareactionsthathavenopermanentphysicalqualitiesasopposedtogoodswhichcanbetouchedandpossessedovertime.InseparabilityofPro

6、ductionandConsumptionTheproductionofaservicecannotbeseparatedfromitsconsumptionbythecustomer.Servicesareproduced,sold,andconsumedallatthesametime.PerishabilityServicescannotbeproducedaheadoftimeandstoreduntilneeded.5Copyright©HoughtonMifflinCompany.Allrightsreserved.*TheT

7、angibilityContinuumFIGURE13.16Copyright©HoughtonMifflinCompany.Allrightsreserved.*CharacteristicsofServices(cont’d)HeterogeneityVariationinthequalityofservicesdeliveredbyindividualsandorganizationsClient-BasedRelationshipsInteractionsthatresultinsatisfiedcustomerswhouseas

8、ervicerepeatedlyovertime7Copyright©HoughtonMifflinCompany.Allrightsreserved.*CharacteristicsofSe